SUCCESS STORY
Market
Vertical
From Analyzed Users
Of Active Users
The Mahou San Miguel brewing group, owner of several brands of beer and other products, is immersed in a digital transformation in which they want to put the consumer at the center of their business. The digital leg is an important tool and until now it was not unified. Until now, each of them had captured information from different sources and they wanted the user to have a unique experience by giving them the opportunity to register on a single platform where they can concentrate all the information of the different brands with a single registration. For new users it is easy, but for already registered users some internal work had to be done.
The main objective of the group was establish communication with the user/consumer , and to do this it was important to know the consumption that they make, so the mechanism of “pin codes” (unique alphanumeric codes on the packaging) was put into operation. Once entered into the system by the user, the user accumulates points that give access to different promotions (draws, gifts, etc.).
The promotional system for each brand was different, so we had to define which was the most appropriate mechanism/promotion for each group, for each brand and when to put it into operation.
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Analyzing the different sources of information, We unify different databases into one to be able to have access to a centralized information system with unified data for all brands. To do this, we had a first phase of analysis of the different databases to discriminate the data that we wanted to save in the new CRM and which values were valid (since a purge was necessary).
Additionally, the database is enriched through external information, for example information from social networks.
In a second phase, according to the business objectives, the key indicators were defined for see how users interact with the brand, and we identified some segments based on their participation with the promotions.
In parallel, we gave Support in the implementation of SalesForce and the generation of automated reporting within the platform, as well as in the configuration of shipments based on information from the CRM itself.
THE RESULT
Integrate all information into a single tool It allows you to see how the user interacts with the organization in a digital context, understand what it is like, how participation increases or decreases, which promotions work best and how to achieve a solid and growing user base.
With all this information, Brands define a correct digital marketing strategy which allows building ties with consumers with more relevant content, leveraged by the company’s strategy.
Of Active Users
